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Book part
Publication date: 15 July 2009

Michelle Thompson and Bruce Prideaux

This paper tests the potential for the food and wine tourism model developed by Hall and Sharples to be used as a tool for identifying specific food and wine segments in a…

Abstract

This paper tests the potential for the food and wine tourism model developed by Hall and Sharples to be used as a tool for identifying specific food and wine segments in a destination. Using Cairns, Australia, as a case study a survey of tourists identified three food and wine segments and confirmed the ability of the model to be used to classify the destination's position as a food and wine destination based on the categories developed by Hall and Sharples. Results of the survey indicate that while almost all participants experienced the destination's food and wine products, only one group of respondents (45%) self-identified as food and wine tourists. A second group participated in food and wine experiences but did not select specific destinations on the basis of the destination's food and wine sector. A third group expressed no interest in food and wine as a tourist experience but did consume unique food and wine as part of the overall tourist experience. The research found that the food and wine tourism model developed by Hall and Sharples was a useful tool for both identifying the stage of development of the food and wine industry and planning strategies to develop the sector. The paper concludes by outlining a number of implications for marketing food and wine tourism.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-84855-675-1

Article
Publication date: 1 March 2001

Peter Williams

The ability of tourism regions to attract tourists depends to a great extent on the position of these destinations in the minds of key travel markets. The projection of an…

1830

Abstract

The ability of tourism regions to attract tourists depends to a great extent on the position of these destinations in the minds of key travel markets. The projection of an appropriate image has been described as a vital element in the positioning process. This research examines the evolving character of wine tourism destination imagery as projected by wine producers and independent writers. The overriding research questions addressed in this paper are “What destination attributes are emphasised in the visual imagery of wine tourism regions, and how has the emphasis on those features varied over time?” The findings suggest that there has been a shift in wine country imagery from an emphasis on wine production processes and related facilities to move of a focus on aesthetic and experiential values associated with more leisurely recreational and tourist pursuits. Over the past decade, the wine tourism experience has become more positioned around the core attraction of a quality wine, accompanied by a set of natural landscape, culinary, educational, event hosting and cultural dimensions. The research identifies the need for a greater emphasis to be placed by wine tourism destinations on protecting rural landscapes, encouraging authentic and unique forms of development, and focusing imagery projection on those elements of the wine country experience which are central to the interests of wine tourists.

Details

International Journal of Wine Marketing, vol. 13 no. 3
Type: Research Article
ISSN: 0954-7541

Keywords

Article
Publication date: 14 November 2016

Mark A. Bonn, Meehee Cho, Jun Jae Lee and Joo Hyang Kim

The purpose of this study was conducted to investigate the moderating effects wine destination attributes have upon the negative impacts of travel constraints on…

1365

Abstract

Purpose

The purpose of this study was conducted to investigate the moderating effects wine destination attributes have upon the negative impacts of travel constraints on consumer’s intent to revisit wine regions and also assist wine destinations with the development of marketing strategies designed to offset travel constraints which then could lead to increased intentions to revisit wine regions.

Design/methodology/approach

A sampling frame was designed to collect data from consumers visiting 15 wineries using a list of wineries provided by an industry distributor. Self-administered on-site surveys were distributed to visitors during random days and times at each site. To effectively analyze this study’s data set, hierarchical linear models were developed to test our main research question suggesting the significant cross-level effects wine destination attributes (at the regional level) have upon travel constraints in combination with revisit intention (at the individual level).

Findings

The negative impact of the “structural” constraints’ dimension on revisit intention is weaker when people are emotionally attracted to a specific wine destination and/or when wine-specific attractions appeal strongly to visitors. Additionally, the negative impact of the “intrapersonal” constraints on “revisit intention” is weaker when positive perceptions about “wine-specific attractions” and/or “tourism infrastructure” attributes are strong.

Practical implications

Results provide strategic directions for wine destination marketing organizations to more accurately improve their destination’s reputation by determining and establishing the most attractive wine-specific attributes as perceived by visitors. Findings also assist these destinations to develop and provide appropriate tourism infrastructure.

Originality/value

This study investigated the effects of wine destination attributes and their attractiveness upon an individual’s travel constraints and revisit intention using a multilevel approach incorporating a regional-based perspective.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 11
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 1 May 2006

Donald Getz and Graham Brown

This paper seeks to develop a framework for comparisons and benchmarking between wine tourism destinations.

3325

Abstract

Purpose

This paper seeks to develop a framework for comparisons and benchmarking between wine tourism destinations.

Design/methodology/approach

A regional case study was undertaken, including data from a survey of 23 wineries in Canada's Okanagan Valley, British Columbia. The survey provides the winery perspective on development of wine tourism, as well as opinions on what should be done to improve wine tourism.

Findings

Wineries were found to be pursuing tourism developments, but kept little data on visitors and related spending. Their goals and opinions on what is needed in the region revealed that they are mostly oriented toward domestic, independent travelers. One hypothesis emerging from this case study is that the growth and increasing sophistication of wine tourism infrastructure, both at wineries and elsewhere in the region, is in large part a function of market potential. On the supply‐side, a critical mass can be facilitated through establishment of major, landmark wineries that are purpose‐built as tourist attractions.

Practical implications

Using this profile of the Okanagan, implications are drawn for comparisons and benchmarking among wine tourism destinations, including a suggested process and measures.

Research limitations/implications

The single case study limits generalizability to other destinations, and the achieved sample of wineries does not necessarily reflect the major corporate wineries in the Okanagan Valley. More systematic comparison of wine regions is recommended.

Originality/value

This research makes an original contribution for applying the concept and method of benchmarking to wine tourism destinations. It is of value to the wine industry, destination marketers, and host community planners.

Details

International Journal of Wine Marketing, vol. 18 no. 2
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 11 November 2020

Kyuho Lee, Stella Kladou, Ahmet Usakli and Yunxia Shi

The purpose of this study is to explore the impact of service quality on the formation of destination brand equity through customer satisfaction at a winery, from the…

Abstract

Purpose

The purpose of this study is to explore the impact of service quality on the formation of destination brand equity through customer satisfaction at a winery, from the perspective of Chinese wine tourists.

Design/methodology/approach

This study utilized a survey research design. A convenience sample of 311 visitors to a major winery located in Yantai, China, was surveyed, and 265 useable questionnaires were analyzed. To analyze the data, the study used partial least squares structural equation modeling (PLS-SEM).

Findings

The results of the study reveal that service quality at a winery is a significant determinant of winery satisfaction among Chinese wine tourists, which in turn affects the brand equity of a wine tourism destination.

Research limitations/implications

This study contributes to the growing body of literature focusing on identity-based branding in the context of wine tourism. As such, this study brings together knowledge of a place branding dimension (i.e. destination brand equity), satisfaction and tourism experience at a winery.

Practical implications

The results suggest that the road to favorable assessments of a wine destination brand (macro level) go through a satisfying experience at a winery (micro level). Therefore, the need to co-create the wine experience through various stakeholders' involvement is crucial for the success of wine tourism.

Originality/value

Extant wine studies often highlight western wine tourists' behavior and examine central behavioral constructs such as winery service quality and satisfaction. This study extends previous research by: (1) investigating the issue from Chinese wine tourists' perspective and (2) integrating the destination brand equity of a wine region to current investigations that commonly focus on the service quality of a winery and wine tourists' satisfaction.

Details

Journal of Hospitality and Tourism Insights, vol. 5 no. 1
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 8 February 2016

Donna Quadri-Felitti and Ann Marie Fiore

This study aims to investigate the alignment of experience economy design priorities and perceptions of rural wine tourism suppliers (i.e. winery-farm owners…

2027

Abstract

Purpose

This study aims to investigate the alignment of experience economy design priorities and perceptions of rural wine tourism suppliers (i.e. winery-farm owners, restaurateurs retailers, lodging providers, attraction operators) with tourists’ perceived experiences.

Design/methodology/approach

Adapting the 4E (educational, escapist, esthetic and entertainment) measurement scales of Oh et al. (2007), a cross-sectional survey design was used to gather data from 169 suppliers and 970 wine tourists. Factor analyses, t-tests and ANOVA tests were used to explore differences.

Findings

Supply-side cohesion among the four supplier groups appeared across all experiential design priorities and across three of the 4Es regarding their perceptions of the destination; esthetics was the exception. Significant differences between suppliers’ design priorities and visitors’ experiential perceptions were found on three experiential dimensions, and alignment on esthetics was revealed.

Research limitations/implications

Unique attributes of the destination may have affected the results with further development of the supplier measurement scale recommended. Results of the tests that used surrogate variables should be approached with caution.

Practical implications

The study underscores the esthetic experience’s importance to wine tourists and suppliers alike. Results suggest where suppliers should focus their efforts to improve wine tourists’ experiences and what suppliers may expect to emphasize rather than those emphasized by destination managers, i.e. entertainment and education.

Originality/value

This is the first study to compare experience economy priorities of multiple supply-side stakeholders and wine tourists’ perceived experiences.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 5 March 2018

Sotiroula Liasidou

The paper aims to bring together Limassol’s rich wine culture with the contemporary facet of its developing infrastructure and superstructure as a means through which to…

Abstract

Purpose

The paper aims to bring together Limassol’s rich wine culture with the contemporary facet of its developing infrastructure and superstructure as a means through which to promote this city as a tourist destination. Additionally, to identify how Limassol can be experienced in relation to the wine culture based on the experience economy model of Pine and Gilmore (1999) Limassol is a seaside city in Cyprus that has developed extensively over the past few years, with a new infrastructure and superstructure that attracts foreign investments. Additionally, the city has a rich wine history with a particular emphasis on “Commanadaria wine” that originates in the twelfth century and is directly linked with the Richard the Lionheart king of England and the Third Crusade.

Design/methodology/approach

The methodology used was qualitative research, and in particular semi-structured interviews with professionals involved in the tourism industry in Limassol. A particular method was used to understand the ways in which wine history and culture permeate and influence the contemporary way of life in Limassol as a tourist destination.

Findings

The main results of this study suggest that Limassol has the potential to become an important destination that fulfils the requirements of the experience economy as put forth by Pine and Gilmore (1999). However, the main hindrance is the lack of a constructive tourism policy exclusive on wine tourism that will give a stronger identity to Limassol.

Originality/value

This research is original in nature because it considers a novice geographical area, Limassol, in the academic field. Thus, it is set as the cornerstone for further investigation on wine and tourism in Limassol. The managerial implications of the study are related to the engagement in wine culture, and in providing a unique identity to the city that can be promoted internationally.

Details

Journal of Place Management and Development, vol. 11 no. 1
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 30 May 2019

Darko Dimitrovski, Veronika Joukes, Susana Rachão and Manuel Luís Tibério

The purpose of this study is to evaluate the competitiveness through brand enhancement of the Douro wine tourism apps in light of their content and functionality in…

Abstract

Purpose

The purpose of this study is to evaluate the competitiveness through brand enhancement of the Douro wine tourism apps in light of their content and functionality in comparison to international wine tourism apps.

Design/methodology/approach

The content and functionality features of both the Douro and international wine apps are evaluated to determine any statistically significant differences between items. A frequency analysis and chi-square are calculated at item and variable levels, a Shapiro–Wilks test is used to test normality and an independent t-test is deployed to examine the differences in customer ratings and number of downloads.

Findings

There is a significant difference between the Douro and international wine apps on an item level, although there is no significant difference between the groups with regard to their content and functionality features in general.

Research limitations/implications

By focussing only on the Douro region, 13 other demarcated Portuguese wine regions have been excluded.

Practical implications

Wine tourism apps could influence destination branding, as they can inform about the wine region and wine-related activities. A clear layout makes it easier to move through the app, and the use of social media and entertainment enhances user experiences, especially for younger generations.

Social implications

Practical guidelines are proposed for wine tourism marketers and managers wishing to upgrade their destination brand image and its services to satisfy demanding wine tourists.

Originality/value

The study contributes to the literature about mobile apps in tourism with a content and functionality analysis of wine apps as variables in the technology acceptance model and of their impact on destination branding.

研究目的

本论文旨在评估Douro葡萄酒旅游app的品牌营销竞争力。本论文通过对比国际葡萄酒旅游app对其内容和功能方面进行分析。

研究设计/方法/途径

研究通过对Douro和国际葡萄酒旅游app在内容和功能上的比较评估来判定是否其之间有显著差别。本论文在内容和功能多个方面上进行频率分析和chi square分析, 本论文还采用Shapiro-Wilks测试来对其样本的做正态分布检查, 通过独立样本t检验来评估消费者评分和下载数量之间的差异。

研究结果

研究结果表明Douro和国际葡萄酒旅游app在每个细节方面上都有显著差异, 但是在整体内容和功能方面并没有显著差异。

研究理论限制/意义

本论文只局限在研究Douro地区, 葡萄牙其他十三个葡萄酒区域未纳入研究样本。

研究实践意义

葡萄酒旅游app能够影响旅游目的地品牌营销, 其app能够为游客提供葡萄酒区域和葡萄酒相关活动的信息。App清晰结构能够使得消费者更容易找到相关内容, 社交媒体和娱乐性能的运用能够提高消费者整体体验, 特别是对年轻消费者。

研究社会意义

研究结果对有意提高其目的地品牌形象和服务升级的葡萄酒旅游营销商和管理者来说, 提出了很多管理启示, 满足葡萄酒旅游消费需求。

研究原创性/价值

本论文通过葡萄酒app的内容和功能方面的分析, 其中涉及的变量是技术接受模型(TAM)的经典变量, 以及其变量对目的地品牌营销的作用, 因此研究结果对旅游移动app的文献有着显著贡献。

关键词. 内容、功能, 葡萄酒、旅游目的地、品牌营销、Douro

Details

Journal of Hospitality and Tourism Technology, vol. 10 no. 2
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 21 March 2022

Rory Hill and Joanna Fountain

This paper aims to situate restaurant experiences and in particular the wines available on wine lists, within the wider context of wine tourism. This is done by examining…

Abstract

Purpose

This paper aims to situate restaurant experiences and in particular the wines available on wine lists, within the wider context of wine tourism. This is done by examining the wine lists of restaurants in two New Zealand destinations, focusing in particular on the showcasing of “local wines” and the factors behind these offerings, and outlines the potential implications for hospitality managers and a wider academic audience.

Design/methodology/approach

The population of restaurants in each destination was identified using online directories, from which a sample of wine lists, comprising 84 in Christchurch and 43 in Queenstown, was systematically analysed to identify number of wines, regional origin, price and other information. Following this, key informant interviews in restaurants in each destination explored decision-making factors in stocking local wines, including consumer base, existing networks and reputation and additional challenges and opportunities.

Findings

Restaurants in each destination offered more New Zealand than foreign wines on their lists, though significant regional differences are apparent. Queenstown restaurants offered slightly fewer imported wines and significantly more local (Central Otago) wines than Christchurch restaurants. The global awareness of Central Otago pinot noir is a factor in this wine list representation, but there are also other influences, including the greater concentration of overseas visitors (pre-pandemic) and more significant visibility and greater opportunities for wine tourism experiences within the destination.

Originality/value

This paper represents an important addition to academic research on wine marketing in the on-premise sector of emerging wine regions. This paper also highlights the potential significance of restaurant meals – including wine choices – in overall wine destination experiences and demonstrates differences in approach between restaurants in wine regions of similar size but with different reputations, international visitation and wine tourism infrastructure.

Details

International Journal of Wine Business Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 6 September 2018

Paola Scorrano, Monica Fait, Lea Iaia and Pierfelice Rosato

The purpose of this paper is to identify the features that qualify the wine tourism destinations’ (WTDs) image and to deepen analyse the role of the image on the wine

Abstract

Purpose

The purpose of this paper is to identify the features that qualify the wine tourism destinations’ (WTDs) image and to deepen analyse the role of the image on the wine tourists’ perception, assuming that it changes from tourist to tourist, depending on who has formed its perception after a real experience or not.

Design/methodology/approach

This contribution fits in the range of studies regarding the measurement of the destination image; the authors suited the Echtner and Ritchie’s model (1991, 1993), as its multidimensionality approach, rarely applied in the area of wine tourism.

Findings

From a comparison between the images of the chosen destination, wine tourists consider Bordeaux the benchmark of WTDs and, in the collective imagery, France is one of the excellences between WTDs. The association territory-wine is less marked, so the biggest contribute is given by the in situ experience.

Research limitations/implications

Despite results can’t be generalised because the samples of convenience, they have provided an overall outline of attributes, benefits and attitudes of wine tourists of Web 2.0.

Practical implications

A managerial lecture of results shows that young destinations (aka new wine regions) have a bigger propensity for destination management as well as the attention to marketing aspects, which are able to influence the competitiveness of destination. Instead, destinations with an ancient tradition (aka old wine regions), although unique for their wines and territories, food traditions and the historic-architectural heritage, need to improve their services.

Originality/value

This research applies the consolidated analysis method of E&R on the theme of destination image to the wine tourism, never used for WTDs, improving the model with a comparison between visitor and no-visitor perceptions.

Details

EuroMed Journal of Business, vol. 13 no. 3
Type: Research Article
ISSN: 1450-2194

Keywords

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